See the results of our latest Holiday Season Mini-Survey.
Jewelers reported that momentum was building toward a very strong 2017 holiday season, according to the second INSTORE Holiday Season Mini-Survey.
Across the board, from sales to expectations to store traffic, the numbers from the second week of the winter season were more positive than those recorded in our first survey taken after the Black Friday weekend.
In survey No. 2, sent out on Monday, 15 percent of jewelers described this holiday season as “terrific” so far compared to just 5 percent who were so upbeat last week. (A further 33 percent said it was “better than expected,” up from 29 percent last week).
Forty-four percent said foot traffic was up this week compared to 36 percent who reported more visitors in Survey No. 1.
Meanwhile, 64 percent said their average sale was above $250 compared to 58 percent who said it was at the higher end of our range post Black Friday.
“Traffic up, weather still good, everyone seems happy this year,” said Rosanne Kroen, owner of Rosanne's Diamonds & Gold in South Bend, IN, summing up the meeting of positive factors at her store.
“I think the market being up means higher tickets,” said Eve J. Alfille, of Eve J. Alfille Gallery and Studio in Evanston, IL
In response to our question on what was selling well, close to half the 117 respondents said diamonds, everything from little bar-style pendants to “big and blingy.”
It was “diamond anything” at her store, said Kim Hatchell, manager of Galloway & Moseley in Sumter, SC.
To be sure, the season remains young and several jewelers commented that in their part of the country they weren’t expecting the action to heat up until the last 10 days before Christmas. We’ll continue to monitor the season with our mini-surveys. The next one will go out on Monday, Dec. 11. Please look out for it in your inbox.
JEWELER SUCCESS STORIES
When it was time to close its doors, Cranstoun Court Jewellers of Sun City, Arizona chose Wilkerson to handle its liquidation sale. For all involved, the sale “far exceeded expectations.” But it wasn’t the first time Wilkerson helped sell off the store’s aging merchandise. They were there 13 years before, when ownership changed hands. See how Wilkerson can help you when it’s time to liquidate or sell off aging inventory.